For the first time, Keynote measured Super Bowl advertisers’ websites
before, during and after the Super Bowl to see how they fared in speed
and reliability once the traffic started hitting.

The good news: most retailers and automakers exhibited strong
performance, delivering within industry best practices across the three
screens. Maybe all those Black Fridays and Cyber Mondays have put them
through their paces? The winners in each category were: GoDaddy
(desktop); Axe (tablet); and BestBuy (Smartphone).

The bad news: some of the major consumer packaged-goods names, notably
Coca-Cola with its heavily promoted “Coke Chase” campaign, showed
unacceptably slow response times on mobile devices and even desktops.
From 5:00pm to 9:00pm PST, the Coca-Cola site crashed repeatedly for
consumers trying to access it on mobile devices and laptops. During that
time period Keynote measurements showed that the Coca-Cola smartphone
site was completely unavailable, and more than 70% of visitors to the
desktop site were turned away. For those that did reach the site, it
took almost 15 seconds to respond, making it the worst performer in that
category.

Century 21 placed last in the smartphone category with a staggering 54
seconds response time. Doritos took the bottom spot in the tablet
category with a response time of just over 17 seconds.

Overall there were some unimpressive mobile numbers – 11 advertisers
came in with over 15 second response times (Century 21, Doritos, Hyundai
and Kia, Mio from Kraft Foods, Pepsi, RIM/Blackberry, Samsung (an
astounding 36 seconds from the smartphone maker), Sodastream, Walt
Disney Pictures for Oz (40 seconds) and Wonderful Pistachios.

“Given the money spent and the high-profile brands promoted, we were
surprised to see how poor some of these numbers are,” comments Nick
Halsey, chief marketing officer at Keynote. “Clearly the next challenge
for these multi-channel campaigns is to better prepare for the
three-screen delivery model; testing, monitoring and load
testing end user experience prior to special events and to
assure day-to-day performance are mission-critical. It’s not enough to
simply hope the desktop site will run on a mobile device, particularly
when some of the content is rich video and animation.”

Methodology

Keynote used the following methodology to measure website performance:

Web/Desktop
– Measurements were made from 10 U.S. locations every 30 minutes using a
real Internet Explorer 9 browser; Tablet - Measurements ran over Mobile
Web Perspective® every 30 minutes from New York and San Francisco on
the iPad 2. (Keynote chose the iPad running over a LAN option as this is
how the majority of iPad users access the Internet, so this reflects
most common scenario); Mobile
(Smartphone) - Measurements ran every 60 minutes over the air
from New York and San Francisco on iPhone 4S (San Francisco – Verizon
OTA, New York – Sprint OTA).

Editor’s Note: Please refer to accompanying JPEG charts for a
listing of all results. Keynote has experts on hand to discuss the
metrics in greater detail. Please email Ann O’Leary at ann.oleary@keynote.com
or Dan Berkowitz at dberkowitz@keynote.com.

Keynote
DeviceAnywhere® provides the industry's only true cloud-based
platform for testing and monitoring the functionality, usability,
performance and availability of mobile applications and websites. It's
suite of mobile testing solutions is used by over 1,000 mobile
developers and enterprises to deliver quality mobile applications and
services to the mobile channel.

Keynote
SIGOS® offers active end-to-end Quality of Service (QoS) testing
and monitoring solutions for mobile, fixed and VoIP communications. Its
SITE and Global Roamer products are used by over 200 network operators,
content providers, carriers and regulators in over 100 countries
worldwide.

Keynote's 4,000 customers represent top Internet and mobile companies
and include American Express, AT&T, Disney, eBay, E*TRADE, Expedia,
Google, Microsoft, SonyEricsson, T-Mobile and Vodafone. Keynote Systems,
Inc. is headquartered in San Mateo, California and can be reached at http://www.keynote.com/
or by phone in the U.S. at 1-800-KEYNOTE.

The trademarks or registered trademarks of Keynote Systems, Inc. in the
United States and other countries include Keynote®, DataPulse®,
Keynote Customer Experience Rankings®, Perspective®,
Keynote Red Alert®, Keynote WebEffective®, The
Internet Performance Authority®, MyKeynote®, SIGOS®,
SITE®, keynote® The Mobile & Internet Performance
Authority™, Keynote FlexUse®, Keynote DeviceAnywhere®,
Keynote DeviceAnywhere Test Center®, Keynote DemoAnywhere®
and Keynote MonitorAnywhere® All related trademarks, trade
names, logos, characters, design and trade dress are trademarks or
registered trademarks of Keynote Systems, Inc. in the United States and
other countries and may not be used without written permission. All
other trademarks are the property of their respective owners.

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